In time for tonight's 2016 MLB All-Star Game, an Under Armour Running campaign from Droga5 New York debuts with a TV and digital spot titled “Numbers” which features National League MVP and four-time All-Star, outfielder Bryce Harper. Directed by Aoife McArdle via production houses Somesuch and Anonymous Content, “Numbers” tells Harper’s story through the voice of his high school coach, Sam Thomas. As he points out the numbers that have put pressure on Harper throughout his career, we see Harper training in an empty ballpark among visual representations of those numbers frantically emerging all over – from seat numbers to scoreboards to section numbers. The film ends on a monumental shot of his feet rotating on home plate, illustrating that in a sport dominated by numbers, the genesis of Harper’s brilliance comes not from statistics, but from the first step and pivot in the batter’s box.
The overall global marketing campaign is driven by the tagline “It Comes From Below,” showing that every great sporting moment starts with the feet and that strong footwork, while often overlooked, provides the foundation to defy expectations and achieve athletic excellence.
Credits
Client Under Armour Agency Droga5 NY David Droga, creative chairman; Ted Royer, chief creative officer; Felix Richter, Alexander Nowak, group creative directors; Bryan Wolff, copywriter; Daniel Sumarna, art director; Sally-Ann Dale, chief creation officer; David Cardinali, executive producer; Troy Smith, associate producer; Jonny Bauer, global chief strategy officer; Harry Roman, head of strategy; Sam Matthews, strategy director; Colleen Leddy, head of communications strategy; Hillary Heath, communications strategy director; Kathryn Ruoco, communications strategist; Newman Granger, strategist; Anthony Khaykin, sr. data strategist. Production Somesuch and Anonymous Aoife McArdle, director; Sally Campbell, Tim Nash, founding partners, Somesuch; Eric Stern, managing director, Anonymous; SueEllen Clair, exec producer, Anonymous; Laurie Boccaccio, producer; Steve Annis, DP; Yianni Papadopoulos, production manager. Editorial Final Cut Dan Sherwen, editor; Geoff Hastings, cutting assistant, NY; Leila Gaabi, assistant editor, UK; Sarah Roebuck, exec producer; Jen Sienkwicz, head of production; Frankie Elster, producer (UK); Jamie Nagler, producer (NY). Postproduction BlackSmith Charlotte Arnold, exec producer; Megan Sweet, producer; Iwan Zwarts, VFX supervisor. Music/Sound Design Siren/Factory Sean Atherton, partner & company director
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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